Summary:In this report I examine the history of Singapore Airlines’ the report will then including the corporate strategy, strategic choice and analysis of the company’s external environment political, economic, social and technical environment (PEST analysis), strategic capabilities and the strength, weaknesses, opportunities and threats (SWOT analysis). I will discuss the future strategic aspects from Singapore Airlines (SIA) and make some recommendations how SIA going to be improved. Introduction:

Selecting a strategy is different from developing a strategic plan. The point is any single strategy might deliver the basis for a wide change of plans. Locating and evolving strategic goals to achieve them are the next step in improvement. I selected Singapore Airlines where its target markets is mainly in Australia, New Zealand, Indonesia, the Philippine’s and Singapore. Singapore Airlines’ trademark has been very powerful for the airline industry from the start. It exists as one of the top brand cases from Asia for other recognized brands as well as any seeking brands. It is a unique brand in the opinion that the meeting takes dedicated control of the brand strategy dissimilar as many other Asian companies.

I. Background of Singapore Airlines:A combined offer between Singapore and Malaysian Airlines began in 1947. However, in 1965 Singapore disconnected from Malaysia, to moving this two the governments decided to establish separate airlines. In 1972 SIA was born. Singapore Airlines was in a difficult position than most other airlines at this period; as there were no domestic routes to fly, it was pushed to start competing directly with international airlines for routes, access to airports, securing flight slots and landing rights, and developing a new customer bases. In contrast to most state-owned objects, Singapore Airlines faced competition from the beginning; this tough start shaped a powerful organization and also a commitment to branding, particularly in the boardroom.

II. Strategy:

1. What is Strategy?
“The planning of a desirable future and the design and testing of suitable ways of bringing it about… “ ( Tribe, 2010, p. 5.)

2. Examples of Strategy within Singapore Airlines:

Singapore Airline’s winning strategy is the result is an airline that built customer loyalty and a solid business. (Berinato, 2008). SIA is placed as a premium carrier with high levels of improvements and first-rate levels of service and has made a strategic choice of providing precedence to effectiveness in excess of size. As a part of its international strategy in 2000 SIA joined one of the 3 major airline alliances, which is Star Alliance. However, numerous divisions of the SIA Group have been operating in China and India forming strategic alliances amongst local organizations.

3. Mission and value: SIA's emphasis on service is strong. The mission statement and core values state without uncertainty that providing a quality service to customers is an important objective and aspiration of the airline. Problems or queries are dealt with effectively in order to achieve excellent customer service.

III. Strategic analysis of the organization and its environment

1. The Pest analysis for Singapore Airlines:Singapore Airlines growing from a regional airline to one of the most valued travel brands around the world SIA has to think about their environment and it’s possibilities and risks. I am going to analyze their political, economical, technical, social and cultural environmental...

You May Also Find These Documents Helpful

...Table of Contents
EXECUTIVE SUMMARY
This particular advertising strategy may be produced with regards to advertising Singapore Air carriers (SIA) providers to be able to improve marketplace, earnings as well as manufacturer picture towards the whole worldwide neighbourhood. SIA may be supplying air travel support with regard to recent years in order to presently sixty four metropolitan areas within thirty-five nations upon 5 various continents. Presently SIA is actually rated number 1 on the planet within worldwide air travel journey support. Previously 10 years incomes possess bending with regard to SIA. Within the earlier seventies, Singapore had been regarded as the building nation also it utilized the actual breaks or cracks as well as advantages of reduced expenses with regard to gear as well as work to create earnings for that organization to enable them to increase their own providers as well as enhance as well as revise their own providers whilst additional main air carriers had been unable to achieve this.
INTRODUCTION
BACKGROUND OF SIA
The mixed provide in between Singapore as well as Malaysian Air carriers started within 1947. Nevertheless, within 1965 Singapore shut off through Malaysia, in order to shift this particular 2 the actual government authorities chose to set up individual air carriers. Within 1972 SIA was created. Singapore Air carriers is at a hard placement compared...

...Introduction
SingaporeAirlines (SIA) has developed into one of the most respected travel brands around the world. Its mission statement: "SingaporeAirlines is a global company dedicated to providing air transportation services of the highest quality and to maximizing returns for the benefit of its shareholders and employees". SingaporeAirlines has grown from a regional airline into one of the world's leading carriers. They have a young, efficient fleet, an educated staff attuned to quality, and a top-ranked travel gateway, Singapore's Changi Airport, at the centre of the extensive route network.
The macro-environment is where SIA has the least influence and control over, but the forces arising from the macro environment can have influences on both SIA and the micro-environment. Rising fuel, new entrants, economic stability and international politics is the example of major trends having a major impact on SIA in the market.
Headings
Scanning internal and external environment is an important part of the strategic planning process. Environmental factors internal to the firm usually can be classified as strengths(S) or weaknesses (W), and those external to the firm can be classified as opportunities (O) or threats (T). Such an analysis of the strategic environment is referred as a SWOT analysis. SWOT analysis provides information that is...

...Strategic Issues in the Airline Industry
and the Role of Singapore Intl. Airlines
The Economic and Strategic Issues of Airlines in a Regulated World
Airline is a highly regulated industry in every country. Domestic air-routes are preserved for the domestic airlines only. This regulatory constraint effects success of an airline a lot.
In the scenario, technological advancement in the airline industry can not provide desired benefits to the airline company because it can not compete effectively with other. The reason is that there is no feeder traffic from other country.
Past Two Decades of Airline Industry:
The Asia Pacific Region and SingaporeAirlines
The region is important for commercial air travel. The industry of the region has steady growth and economy is growing rapidly.
SIA is born on 1 May 1947 with an air craft having capacity of five passengers and tri-weekly flights.
It had expanded its operation with comet jets in 1962.
After passing long way of severe competition, it is well-known as symbol of international service. It celebrated its golden jubilee anniversary on 1 May 1997.
The Influence of External Factors and Past Events:
Governments
The Chicago Convention was signed in 1944, failure of which results in various bilateral Air Service Agreements....

...Executive Summary
After carefully undertook a critical review of the five papers which are written by Daniel Chan on the story of SingaporeAirlines (SIA) and Singapore Girl, it has in fact bring us a lot of thought and the strategies which SIA has used which attain SIA becomes one of the world’s leading airlines company.
While SIA is one of the world's leading carriers with an advanced fleet and it is internationally respected as the innovative market leader combining a quality product with first-rate service. Being an international company in the competitive global business environment, it has to face an amount of competitions, such as challenges and changing environmental trends. To deal with these issues, SIA pursue a number of management strategies while maintaining its key resources and secret of success.
Introduction
SIA commenced in May 1947, when Malaysian Airlines operated out of Kallang Airport. SIA itself was born in 1972. SIA was in a different situation than most other airlines company at that time. As there were no domestic routes to serve, it was forced to immediately start competing with international airlines for routes, getting access to airports, securing flight slots and landing rights, and attracting a new customer base. This tough launch created a driving spirit to compete and also a dedication to branding, especially in the...

...Southwest AirlinesStrategic Practices
Marion L. Boston
MGT 450 Strategic Planning for Organizations
Instructor: Mark Bojeun
April 4, 2011
Introduction
Southwest Airlines’ company strategy consists of competitive moves and business approaches management has developed to attract and please customers, conduct operations, grow the business, and achieve performance objectives (J. Gamble &amp; A. Thompson. 2009. p. 2). In writing to inform the management team of the discussion, we will discuss Southwest’s operating practices, their struggles, cultures and values, and how the airline strategically manages their business to obtain the goals needed to be a successful airline.
History of Southwest
From the Love triangle to the largest passenger carried U.S. airline, Southwest Airlines is committed to customer service and safety. Their mission is to govern the way they conduct their business. Southwest highlights their desire is to serve their customers and gives them direction when they have to make service-related decisions. It is another way of saying, “we always try to do the right thing!” The Mission Statement has also led the way to the airline industry’s best cumulative consumer satisfaction record, according to statistics accumulated and published by the U.S. Department of Transportation. Safety is the very foundation of the aviation...

...SingaporeAirlines’ strategy
SingaporeAirlines is positioned as a premium carrier with high
levels of innovation and excellent levels of service, and has made
a strategic choice of giving priority to proﬁtability over size. The
internal organizational practices outlined in this paper, such as
continuous people development and rigorous service design are
key aspects of operationalizing and sustaining this positioning and
strategic choice.
At the corporate level, SIA follows a strategy of related diversi-
ﬁcation. The SingaporeAirlines Group has 36 direct subsidiaries
and associated companies (SingaporeAirlines, 2008). SIA Group
subsidiaries include Singapore Airport Terminal Services (80.8%),
Singapore Engineering Company (81%), and SingaporeAirlines
Cargo (100%) (SingaporeAirlines, 2008).
Its airline subsidiaries which include 100% ownership of
regional carrier Silk Air, budget carrier Tiger Airways (49%), and
Virgin Atlantic (49%) cover the key customer segments within the
industry. According to CEO Chew Choon Seng ‘‘we intend to play in
all the segments – SIA at the high end, Silk Air on middle ground
and Tiger Airways at the low end’’ (Outlook, 2004). The shareholders in Tiger Airways include Temasek (the...

...attachment
Implementing Change in SIA (SingaporeAirline)
Introducing SIA Ltd
SingaporeAirline is a global company dedicated to providing air transportation service of the highest quality of services; it has grown from a regional airline into one of the world’s leading passenger and cargo carrier. SIA is engaged in air transportation and other related businesses. It has been consistently one of the most profitable airlines in the world, and it is routinely voted the ‘best airline’, ‘best business class’, ‘best cabin crew service’, ‘best in-flight food’, ‘best for punctuality and safety’, ‘best for business travelers’, ‘best air cargo carrier’, even ‘Asia’s most admired company’. It operates worldwide as the flag carrier of Republic of Singapore, aiming to provide service of the highest quality at reasonable prices for customers and provides them with the best options for travelling. They have a modern and young fleet of aircraft and covers 40 countries and 76 cities. SIA has far-sighted planning, investment and product innovation that propelled its growing reputation and profitability. For its high-level service and operational excellence, SIA has won more than 100 international prizes. With the traditions of the Company - outstanding service, and innovative spirit, SIA will continue to progress, and render the best services to its passengers just as it...

...CASE 3:
STRATEGIC CHOICES AT THE SINGAPOREAIRLINES GROUP
Strategic Management and strategic Competitiveness
Productivity Enhancement
1) Deployment of Technology
2) Total Involvement
3) Incentives
The External Environment
A) General Environment
1) Demographic
• Malaysian Airlines (regional competitor), which is geographically closed to Singapore, were imitating SIA’s strategy (threats)
2) Economic
• Global financial crisis – reduced demand for travel and increasing price sensitivity of its customers
3) Political
• Thailand had witnessed significant political unrest. SIA send relief flight made Changi a temporary hub to deal with massive congestion. (opportunity)
B) Industry Environment
1) Threat of New Entrants
• The industry has always attracted tremendous attention, pulling governments, analysts and wealthy businessmen to own an airline.
2) Intensity of Rivalry Among Competitors
B.C.G. Matrix
[pic]
SIA is in the ‘Stars’ quadrant as it have high market share and high growth. Invest further in these - they incur high costs, but they are market leaders and should also generate lots of cash. Stars may balance on net cash flow, but the organization should try to maintain market share on this would because rewards are likely.
The Internal Environment...